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  1. 2. <ul><li>ADVERTISING </li></ul>OF
  2. 3. <ul><ul><ul><ul><ul><li>Anum Khan </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Tahir Iqbal </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Hira Naz Alvi </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Maryam Latif </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Asad Raza </li></ul></ul></ul></ul></ul>
  3. 4. <ul><li>Textual overview of Advertising </li></ul><ul><li>Case Study : </li></ul><ul><ul><ul><li>Ufone Company </li></ul></ul></ul><ul><ul><ul><li>Ufone’s Advertising </li></ul></ul></ul><ul><li>Hypothetical product </li></ul>
  4. 6. <ul><li>“ Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor” </li></ul>
  5. 7. <ul><li>Setting advertising objectives </li></ul><ul><li>Setting advertising budget. </li></ul><ul><li>Developing advertising strategy </li></ul><ul><li>Evaluating advertising campaigns </li></ul>
  6. 8. <ul><ul><li>A specific communication task to be accomplished with a specific target audience during a specific period of time </li></ul></ul><ul><ul><li>Advertising objective can be classified by:- </li></ul></ul><ul><ul><li>Informative </li></ul></ul><ul><ul><li>Persuasive </li></ul></ul><ul><ul><li>Reminder </li></ul></ul>
  7. 9. <ul><li>The dollars and other resources allocated to a product or company advertising program </li></ul><ul><li>Advertising budgets depends on:- </li></ul><ul><li>Stage in the product life cycle </li></ul><ul><li>Market share </li></ul>
  8. 10. <ul><li>The strategy by which the company </li></ul><ul><li>Accomplishes its advertising objectives </li></ul><ul><li>It consists of two major elements:- </li></ul><ul><li>Advertising message </li></ul><ul><ul><ul><ul><li>Message Strategy </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Message Execution(format ,source etc) </li></ul></ul></ul></ul><ul><li>Advertising media </li></ul><ul><ul><ul><ul><li>Television </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Newspaper </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Direct mail </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Magazines </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Radio </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Outdoor </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Internet </li></ul></ul></ul></ul>
  9. 12. <ul><li>OPERATOR'S NAME : PTCL </li></ul><ul><li>OFFICIAL NAME : PTML </li></ul><ul><li>COMMENCED </li></ul><ul><li>STARTED : 29 JAN’2001 </li></ul><ul><li>TECHNOLOGY : GSM 900 </li></ul><ul><li>GOVERNED BY : ETISALAT </li></ul><ul><li>(since 2006) </li></ul>
  10. 13. To be the best cellular option for U
  11. 14. <ul><li>“ Our mission is to provide best services with best coverage that would eventually generate profit for the company and its stakeholders” </li></ul>
  12. 15. <ul><li>Current CEO (Chief executive Officer) & President of UFONE is Mr. Abdul Aziz </li></ul><ul><li>Current Vice President of UFONE is Mr.Asher Yaqub </li></ul><ul><li>Current CMO (Chief Marketing Officer) of Ufone is Mr. Mr. Akbar Khan </li></ul><ul><li>Current SME (Senior Marketing Executive) Multan is Mr.Waqas Anjum </li></ul>
  13. 18. <ul><li>UFONE as a whole Targets </li></ul><ul><li>“ THE YOUTH” </li></ul>
  14. 19. <ul><li>Public Demand : Lower/Rural youth </li></ul><ul><li>UWON : Socio economic class </li></ul><ul><li>5 ka 15 : Ladies </li></ul><ul><li>Post Pay : Corporate class </li></ul><ul><li>LIFE : Youth </li></ul><ul><li>postpaid for : businessmen </li></ul>
  15. 20. <ul><li>BRANDS </li></ul><ul><li>PostPay </li></ul><ul><li>Prepaid </li></ul>
  16. 21. <ul><li>---------ADVERTISING---------- </li></ul>
  18. 23. <ul><li>Ufone is a heavy spender on Advertisements. Owing to the growing competition in cellular telephonic services, Ufone strategize to increase its effect on market through aggressive promotion & advertising </li></ul><ul><li>Ufone has its own advertising department because its packages change by time to time </li></ul><ul><li>Ufone advertiising department is responsible for making ads and promotion </li></ul>
  19. 24. <ul><li>UFONE’s ADVERTISING OBJECTIVES </li></ul><ul><li>Ufone informs its customers about new or available services </li></ul><ul><li>Ufone seeks to persuade people to purchase their service or switch to their connection from other connections </li></ul><ul><li>Keep smiling pakistan </li></ul><ul><li>UFONE’s ADVERTISING BUDGET </li></ul><ul><li>A single Ufone advertisement played 15-20 times per day on a TV channel costs millions of rupees varying with the time of day when it is played. Ufone spends about 20% of its profit on advertising and sales promotion </li></ul>
  20. 25. <ul><li>MESSAGE CONTENT OF ADVETISEMENT </li></ul><ul><li>The very first content of Ufone’s advertising message was humorous </li></ul><ul><li>Then Ufone shifted its message content to youthful excitement </li></ul><ul><li>But now Ufone has again adopted humorous theme for its message content </li></ul>
  21. 26. <ul><li>Marketers inform advertising department before launching new package and give a time limit. All Ad team works for making ad ,mostly idea for ad is given by Faisal Qureshi </li></ul><ul><li>Because there are many problems in Pakistan in these circumstances their marketing strategy is to provide some fun to the people that why we made funny ad </li></ul><ul><li>message is written very carefully </li></ul><ul><li>When an ad format is made then their place designers select place for the final shoot. </li></ul>
  22. 27. <ul><li>Director </li></ul><ul><ul><li>Producers </li></ul></ul><ul><ul><li>Helpers </li></ul></ul><ul><li>Celebrities </li></ul><ul><ul><li>Faisal Qureshi </li></ul></ul><ul><ul><li>Adeel hasmi </li></ul></ul><ul><ul><li>Mehreen </li></ul></ul><ul><ul><li>Mihaal Zulfiqar </li></ul></ul>
  23. 28. <ul><li>MESSAGE FORMAT </li></ul><ul><li>The format of Ufone’s advertisements has always been very colorful and eye catching </li></ul><ul><li>The shocking Orange & Green colors used by Ufone have always attracted people </li></ul><ul><li>These colors look beautiful on wall printing of Ufone. </li></ul>
  24. 29. <ul><li>UFONE’s old LOGO </li></ul><ul><li>UFONE’s created LOGO for communications </li></ul><ul><li>UFONE’s new LOGO </li></ul>
  25. 30. <ul><li>Ufone’s former Positioning Statement: </li></ul><ul><li>“ Everybody Loves to Ufone Prepay “ </li></ul><ul><li>Ufone’s new Positioning Statement: </li></ul><ul><li>“ “ </li></ul><ul><li>Or </li></ul><ul><li>“ It’s All About U” </li></ul>
  26. 31. <ul><li>MESSAGE SOURCE </li></ul><ul><li>The very first Ufone advertisements had Faisal Qureshi as its message source </li></ul><ul><li>Afterwards Ufone hired non-celebrity + celebrity young models for its youthful message theme </li></ul>
  27. 32. <ul><li>Ufone also hired three lollywood queens i.e. Meera, Jia Ali and Veena Malik with Mikaal in an advertisement of “Baat Ban Jaye” </li></ul><ul><li>This advertisement created a big </li></ul><ul><li>CONTROVERSY </li></ul><ul><li>regarding its eroticism and negative appeal. Due to negative response by people Ufone had to vacate its billboards and eradicate its banners, posters etc overnight, as directed by CEO and CMO of Ufone. </li></ul>
  28. 33. <ul><li>Ufone has again hired this comedian trio featuring Faisal Qureshi, Mikaal Zulfiqar & Adeel Hashmi </li></ul><ul><li>The strategy behind hiring this trio is that they are economical </li></ul><ul><li>and are personal </li></ul><ul><li>favorites of people </li></ul><ul><li>Ufone always </li></ul><ul><li>hire endorsers in </li></ul><ul><li>group </li></ul>
  29. 34. <ul><li>Ufone advertise in the following media types :- </li></ul><ul><ul><ul><ul><ul><li>Print media </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Broadcast media </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Display Media </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Online Media </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Events </li></ul></ul></ul></ul></ul>
  30. 35. <ul><li>Ufone tries and print ads in all leading newspapers including The Dawn, Jung, </li></ul><ul><li>Nawa-i-Waqt, </li></ul><ul><li>Khabrain and local Sindhi newspapers as well </li></ul><ul><li>Ufone place its ads in all leading magazines as well i.e. Sunday magazine, akhabr-e-jahan, Libas, Mag etc </li></ul>
  31. 36. <ul><li>Ufone tries and advertise in all Pakistani channels including GEO, Hum, ARY, Indus, TV one, HBO, etc (except MTV Pakistan). Ufone also plays its ads on local channels like WASEB and Punjab TV AND radios </li></ul>
  32. 37. <ul><li>DISPLAY MEDIA </li></ul><ul><li>In each city they </li></ul><ul><li>Divide city into different </li></ul><ul><li>Classes i.e. </li></ul><ul><li>A class (cantt area) for postpaid customers </li></ul><ul><li>B class (9#, khanewal road) for prepare conection </li></ul><ul><li>C class (remaining city part) </li></ul><ul><li>Ufone advertise using vehicles like billboards, hoardings, signs, posters, wall paintings etc </li></ul>
  33. 38. <ul><li>SME Multan has used a new and innovative vehicle in display media i.e. Ufone’s painted rickshaws </li></ul>
  34. 39. <ul><li>ONLINE MEDIA </li></ul><ul><li>Internet is the online media. Ufone was not carrying out direct mail or direct e-mail advertising. But now Ufone respond its customers through mailing by </li></ul><ul><li>[email_address] </li></ul>
  35. 40. <ul><li>Ufone has sponsored many events in the past and holds future plans concerning it. The famous event sponsored by Ufone in 2006 was a series of musical concerts did all over Pakistan, featuring Mikaal Hassan and Junoon, it named UROCK </li></ul>
  37. 42. <ul><li>We bring you a behind the scenes look at what goes into the making of a good TV commercial ! ! ! </li></ul>
  39. 44. <ul><li>Differentiation (lowest off-net call rates) </li></ul><ul><li>Value Added Services (VAS) i.e. Ufone’s Walkie talkie, call block etc </li></ul><ul><li>second largest cellular network in Pakistan </li></ul><ul><li>Most attractive ATL (Above The Line) activities </li></ul>
  40. 45. <ul><li>Less professional management style </li></ul><ul><li>A shadow of government organization </li></ul><ul><li>Less network coverage in comparison to the Market Giant “MOBILINK” </li></ul><ul><li>Pathetic billing system </li></ul>
  41. 46. <ul><li>The phase of conversion of their GSM technology Into 3G (satellite based) technology </li></ul><ul><li>Growing mobile customers due to increasing trend of using mobile phones </li></ul><ul><li>To win the customers of its competitors by providing them superior services on lower price </li></ul><ul><li>It is pioneer in southern Punjab where it can promote itself and become market leader on the basis of this very fact </li></ul>
  42. 47. <ul><li>The phase of its conversion of GSM technology to 3G technology </li></ul><ul><li>Boosting customer base of Warid and Zong </li></ul><ul><li>Decreasing economy and instability of Pakistan </li></ul>
  43. 48. FUTURE PLANS
  44. 49. <ul><li>To be aggressive in industry to remain a potent force in the cellular industry </li></ul><ul><li>Huge network expansion contract of USD 550 million, which will enhance the subscribers’ capacity by 10 million </li></ul><ul><li>Maintaining high quality of service </li></ul><ul><li>Exploring new value added services </li></ul><ul><li>Market visibility through various market initiatives to fulfill subscribers’ satisfaction and demand </li></ul><ul><li>To increase the value of investment for the shareholders. </li></ul>
  45. 50. CONCLUSION
  46. 51. <ul><li>By keenly analyzing the marketing of Ufone, we group member agree that Ufone is penetrating its market by taking risks and aggressively promoting & advertising itself </li></ul><ul><li>We came through unconventional strategies and ad campaigns while working on this report. We believe that mobile services are the toughest market to enter and survive. And in this tough market Ufone isn’t only surviving but growing at an exceptional rate. </li></ul>
  47. 52. <ul><li>Ufone is using humorous theme in its ads which has become its benchmark. People enjoy watching, discussing and following Ufone ads the most. And it is the biggest achievement of Ufone in recent times. </li></ul><ul><li>We wish a very best of luck to Ufone. May it progress in this field and achieve its desired goals. (AMEEN) </li></ul>